Can-Am
Show in a Box

Service:	Event Marketing
Client:	Can-Am Off-Road

Can-Am
Show in a Box

Service:	Event Marketing
Client:	Can-Am Off-Road

Objective:

Generate awareness and grow familiarity of the utility segment of the Can-Am off-road brand and products in key markets with high market share growth opportunities, with Florida as the primary focus.

Strategy:

Focus on Florida and the Southeast, supporting the dealership franchise network in meeting target Can-Am utility vehicle customers where they work and play. Be where the customers are with a turnkey, polished, and professional branded event package and staff at events aligned with the agriculture and rural lifestyle. Present Can-Am products and brand authentically to gain credibility among traditionally brand-loyal communities.

Tactics:

Design and build a mobile “Show-in-a-Box” event package capable of integrating into a diverse schedule of events. All-inclusive event package to include two Can-Am Defender units, a branded 28’ enclosed event trailer, branding elements, agricultural-themed games and prizes, and unique props curated to foster a rural environment.

Utilize the “Show-in-a-Box” event package to reduce the activation support demands required from the local dealership franchise while ensuring the brand is represented with a ‘corporate’ quality event package and grassroots feel.

Build a tour with stops conducive to the target market, including rodeos, off-road races, agricultural fairs and festivals, dealership franchise open house events, and even a high-school football rivalry game in the heart of sugarcane country unofficially known as the “Muck Bowl”.

Staff the package with an expert product specialist to manage logistics, conduct demonstrations, perform sales consulting, and coach local dealers.

Leverage the “Win a Can-Am” contest to bolster lead collection, continuously feeding the CRM and sales funnel.

Results:

With measurable success in Florida that demonstrably moved the sales needle, the “Show in a Box” project has expanded into the Central and Southeastern U.S. After making significant inroads into the rural and agricultural communities of Florida, taking these proven tactics to new regions continues to exceed the project goals with new audiences.